沃尔玛管理手册完整版

沃尔玛管理手册

HEN system office room 【HEN16H-HENS2AHENS8Q8-HENH1688】

Overview概述

This manual will familiarize you with the basic sales floor procedures and Merchandising Standards related to product presentation and merchandising. At times, however, you may need to deviate from these guidelines, with a Coach's approval, in order to get the sales that you need.

这本手册将会使你熟悉基本的店面运作程序及有关商品陈列与管理的一些指导知识。有时候为了促进销售，在经理的批准下你也可以尝试偏离这些指导原则而进行工作。Merchandising is, for the most part, based on opinion. Do not be afraid to try new things if you feel that it will help increase sales. However, there are many proven concepts that should be applied in all buildings. Also, you must be willing to try someone else's ideas if your techniques are not getting results. Just remember to have fun with it.

商品布置这一工作是建立在主观想法的基础上的。不要怯于尝试新的方法，只要你认为它能促进销售，就去做。当然，如果你自己的方法不是很有效，也不妨试试其他人的建议。总之，你要对感兴趣就行了。

"It's almost embarrassing to admit this, but it's true: There hasn't been a day in my adult life

when I haven't spent some time thinking about

merchandising. I suspect I have emphasized item

merchandising and the importance of promoting items

to a greater degree than most any other retail

management person in this country. It has been an

absolute passion of mine. It is what I enjoy doing

as much as anything in the business. I really love

to pick an item - maybe the most basic merchandise -

and then call attention to it. We used to say you

could sell anything if you hung it from the ceiling.

So we would buy huge quantities of something and

dramatize it. We would blow it out of there when

everybody else knew we would have only sold a few had

we just left it in the normal store position. It is

one of the things that has set our company apart from

the very beginning and really made us difficult to

compete with. And, man, in the early days of Wal-Mart it really got crazy sometimes.1

虽然要我承认这些有些难为情，但自从我成年以後，就没有一天不想着商品布置的。我怀疑在商品布置与促销上所下功夫及对之的重视程度是任何其它零销业的管理者所不及的。这一直是我的一贯方针。它所带给我的乐趣与我们生意中的任何其它有趣的事情一样大。我非常喜欢亲自动手包装商品，即使是最最平常的一种商品，而後想办法吸引顾客的注意而将它销售出去。我们有句话，说“只要你能将它挂起来，你就能将它卖出去”。因而，我们应订购大批量的某种商品，而且将其变成一富有戏剧性色彩的推销活动。我们要将它像水一样的喷洒出去，而打破“这东西放在货架上卖不了多少”的神话。这就是我们与我们的对手之间的区别。现在回头看看早期Wal-Mart所做的促销

活动，你一定会认为我们是一群疯子。

-Sam Walton山姆沃尔顿

Who Needs This Information参阅人员

?All Sales Floor Partners店面工作人员

?All Merchandise Team Leaders全体高级主管人员

?All Coaches全体经理人员

You Will Learn About你将学到

?The Competitive Strategy竞争价格策略

?Merchandising Standards for the side steel, endcap features and the cart rail边柜、货架头、路售区的陈列标准?Basic merchandising procedures ., signing, zoning, shrink wrap standards, etc.)基本的商品管理程序(如：标签整理、缠绕膜等)?Item audits/Test scanning盘点/扫描测试

?Tools (Planners, Reports)工具(计划、报告)

Personal Contacts个人联系

?Team Leaders主管

?Assistant Coaches副经理

?Head Coach总经理

?Director of Operations运作部总监

Merchandise Base商品基本理论

Our company is merchandise driven. The foundation of our business is in selling merchandise. Our philosophy is to sell cost effectively to the Business Member while merchandising aggressively to the Advantage Member. The Merchandise Base consists of the following key elements:

我们公司是一家商品促销公司，公司经营的基础是销售商品，我们的经营理念是向全商业会员提供价廉的商品，同时极力满足个人会员。

A limited assortment, 3600 SKU’s.全店商品品种限制在3600种。

We carry only high volume items in the largest, most economical sizes needed by our Members. We do not intend to be their only supplier.

我们只销售大批量、会员所需最经济的包装形式的商品，我们不只是希望成为会员的唯一供货商。

Our selling price must represent for our Member a significant savings over traditional sources of supply such as

distributors, factory direct and other retailers. Our intent is to save our members money while providing quality

merchandise.

我们的价格必须能显示比其他传统供应渠道(如配销中心、工厂或其他零售商)的商品更节省，我们的宗旨是为会员提供质优价廉的商品。

Our merchandise selection includes wholesale items:

选择商品时要考虑针对批发销售形式的商品：

1.Wholesale items should be always in stock.

2.要一贯保持有批发商品的库存。

3.Strive to maintain these items in the same location in the

Club.

4.竭力将这些商品陈列于同一位置。

5.Will change these items only if a better value can be

secured or if manufacturer changes or drops the item.

6.除非找到更好的批发商品或生产厂家改变商品的生产，否则不改变这些针对批

发业务的商品。

The remaining merchandise is Advantage Items:

其他商品都是针对个人会员消费的商品：

1.Selected for personal use of the Advantage member as well

as the Business member. These will change frequently.

2.进货时要选择符合个人会员和商业会员使用的商品。这种商品会经常变化。

3.They include many one-time special purchases.

4.这些商品也包括一次性特别采购的商品。

5.Branded: Normal distribution for these items would be

department or specialty stores.

6.名牌商品，通常将这些商品销售给小店铺或专卖店。

7.Intelligent loss of business. Our philosophy is early in

and sold out before the end of the season. This will

minimize our exposure to liability and create the urgency to buy. We should feature items early, teaching Members to purchase NOW.

8.聪明的生意损失，我们的原则是在销售旺季结束之前尽快进货，尽快售出。这

样做，能减少风险并营造购买的紧迫感。对此，我们要尽快特别作出陈列，指引会员现在购买。

Six Basic Rights of Merchandising商品的六个“正确”SAM’s Club has adopted the Six Basic Rights of Merchandising that is the cornerstone of measurement for every item in the club. These rights are:

山姆会员店采用商品的六个“正确”原则，店内每种商品都要考虑到这个原则。这六个“正确”是：

1.The Right Merchandise正确的商品

First it has to be an item that our Members would want to buy.

首先，所选的商品必须是会员需要的商品。

2.The Right Time正确的时机

Seasonally correct. We have to present the item to our Members at a time they would want to purchase the item.

随季节选货，必须在会员购买的季节展示出来。

3. The Right Quality正确的质量

Product selection is of the highest grade, construction, and durability. Merchandise displays accurately reflect the

quality of the merchandise and enhance product sales.

所选商品是品质优良的商品。

4. The Right Quantity正确的数量

Amount of product must support the rate of sale we want to generate. Presentation should be of a size that demonstrates our commitment to the item.

只有足够货量才能支持我们所要求的营业额，商品展示的规模能显示我们对商品的承诺。

5. The Right Price正确的价格

Must represent a value. Has to show substantial savings over traditional channels of distribution.

价格必须反映价值，必须能比传统零售的商品更节省。

6. The Right Place正确的位置

In the best location to maximize sales. Ensure the correct items are featured on the Cart Rail, Endcaps, Checkouts,

Seasonal and Flex Areas.

以最佳的陈列位置来扩大销售。确保在路售区、收银机旁、货架头等有特卖的商品的陈列。

Standards Within Presentation商品陈列标准

There are basic club standards that should be followed every day as an expectation for being ready for business. These standards include:

以下是每天开店营运前所要遵循的会员店标准：

Merchandise should be pallet driven (where possible) with no hand stacking.(N/A不适用中国)要用卡板来补货(有可能情况下)，而不应用手堆叠。

Aisles and ends should be laser beam straight.

(Merchandisers should use a mallet or pallet jack to execute

a consistent appearance.)

过道边柜及货架头的卡板要笔直(用液压卡板拖车来保持货架外观)。

Every merchandise item out for sale should have an item sign to communicate the price. Within this program, signing

should be neat and consistent throughout the Club.

在销售中的每个品种的商品都要有价格牌，店内所有标签要整洁。

Displays should accompany every merchandise item (where

appropriate), and should be clean, secured, complete and

functional.

样品要与存货一起陈列(如有可能)，样品要干净、安全摆放，配件齐备，并能正常使用。

The salesfloor should be clean and safe with merchandise neat.

楼面要干净、安全，商品陈列要整洁。

The merchandise presentation should be FULL, mass out the

inventory on the sales floor.

所陈列的商品要丰满，能大量展示商品库存。

Overall Floor Appearance总体外观

There are some basic standards to follow regarding the overall floor appearance of the club. These standards include:

会员店总体外观有以下几个基本的标准：

Trash cans on the steel(N/A不适用中国)中国作法：楼面适当地方有垃圾桶。

All light bulbs in the ceiling and Freezer/Cooler in working condition

屋顶的日光灯及冷柜/冻柜处於良好工作状态。

Area between pallets is clean卡板与卡板之间的地面要干净。

Coffin coolers clean and defrosted冷藏地柜要干净并且无霜。

Poles painted防撞术要喷上油漆。

Floor clean and free of trash and spills地面干净无垃圾，无溢出

物。

Member Expectations Checklist会员期望检查清单

To ensure we are meeting Club standards during all hours of operation and striving to exceed the expectations of our members, we have developed a Member Expectations Checklist.

为确保会员店开店期间都符合会员店的标准，以超出会员的希望，制定出以下的《会

员期望检查清单》。

This checklist should be completed two times per day:

每天至少要两次根据清单上的内容进行检查：

one hour prior to club opening in the morning每天早上开店前一小时,

and和

at 2:00 pm each afternoon每天下午2：00.

The Merchandise Manager is responsible for the completion of the checklist, but Salesfloor Partners will probably be asked to assist in the completion of certain portions as it pertains to their area of responsibility.

商品经理要负责完成此清单的检查工作，但楼面各区域员工要协助该区域的检查工

作。

On the following page is a copy of the Member Expectations Checklist. Read each point so you are more aware of the Club standards as it relates to signing, zoning, displays, demos,

spot boxes, etc.

以下是一份《会员期望检查清单》，逐项阅读以理解会员店关於标签、区域整理、展示、陈列等。

M EMBER E XPECTATIONS C HECKLIST会员期望检查清单

Club会员店号: _______Date日期: __/__/__

TASK 内容INITIALS

检查人

TASK COMP?

是否符合要

求？

1. Signing 标签OPEN

开店

前

2 PM

2：

00

YES

是

NO*

否

Are pull tickets in place for security/bulky

merchandise?

大件商品的陈列是否贴有安全标签？

Are signs displayed with every merchandise

item on the sales floor?

楼面销售的每种商品是否有价格标签？

Is shelf maintenance complete with all signs

posted?

货架维护报告是否完成，并贴上新标签？

Comments备注:

_______________________________________________________________________________ _

_______________________________________________________________________________ _______________

2. Zoning区域整理OPEN 2 PM YES NO*

Do the merchandise aisles have a clean and

neat appearance?

通道上陈列的商品是否干净整洁？

Are the merchandise pallets “locked down”

(empty boxes pulled and top layers leveled)

卡板上的空箱是否取走，并补齐货？

Comments备注: _________________________________________________________________________________________ _______________________________________________________________________________________________________ 3. Displays样品OPEN 2 PM YES NO*

Are displays clean, operable and secured?

样品是否干净、功能正常、陈列安全？

Do displays look exactly like the product

represented for sale?

样品与存货是否一样？

Are grids used when needed to visually display

product features?

是否使用网络板来突现展示样品(N/A不适用中国)

Comments备注: _________________________________________________________________________________________ _______________________________________________________________________________________________________ 4. Demos试吃OPEN 2 PM YES NO*

Are product demos located near the

merchandise?

试吃品是否靠近该商品的陈列点？

Is there adequate inventory on hand to support every product demo?

试吃品的库存是否足够？

5. Spot Boxes(N/A不适用中国)

Are spot boxes fully stocked with one item?

Does every spot box contain the appropriate

merchandise ., demos, CWOs, seasonal, etc.)

理由。

6. Lows and Outs缺货情况

If merchandise is on-hand, has it been located and restocked?

如果商品有现货库存，是否陈列出来？

If merchandise is not on-hand, have you checked to see if the merchandise is on order. If not, have you communicated to the Director of

Operations?

如果没有库存，是否检查该商品是否有无订货，如果无订货，是否与总经理或营运总监联系？

7. Steel Standards货架标准

Are pallets safely stacked?所有卡板是否安全陈列商品？

Are pallets located in or near the same aisle as the merchandise located on the sales floor? (N/A 不适用中国)

8. Staffing人员

Are critical merchandise areas of the club

staffed ., computers, tires)

关键区域的人员是否足够(如：办公用品柜台、熟食柜台) Are the floors clear of pallets, trash and

lifts/jacks?

楼面是否无空卡板、无垃圾、无叉车/拖车？

Is current product in rotation, clean and full?

陈列出的商品是否新鲜、干净、丰富？

11. Check Receiving检查收货部

Are “hot”items out on the sales floor (not in

receiving)

新商品或畅销品是否控制楼面进行陈列？

在下面签名:

___________________________/____/____ ____________________________/____/____ General Manager总经理Date日期Merchandise Manager商品经理 Date日期* Provide explanation for ALL incomplete tasks.

Steel Standards货架标准

Reserves储存货架

Categorize items together in the upper steel on the front side of the

first racks (facing the entrance). This demonstrates to the Member our buying power and wholesale concept. Items to categorize would include:

将商品分门另类地存放于高货架或第二层货架上(正面对外)，这样存放可以向会员灌

输批发商品概念。

1.In Groceries-Juice , Soda or Paper products.

2.干货：果汁、苏打饮料或饮品。

3.In Center Section-Copy paper, paper products or chemicals

(where applicable).

4.路售区域—复写纸、纸品或化学制品。

5.In Hardlines-Computers or televisions (if quantities are

available).

6.五金—计算机或电视机(如果数量足够)。

Merchandise in the reserve steel should be stored on the same rack as the merchandise on the salesfloor whenever possible. As long as it’s in the same run, merchandise will be easy to locate and easy to identify for audits.

高货架上的存货尽量与陈列于地面上的商品相一致，只要是在同一条货架地面上的陈

列与高货架存货一致，方便找货。

Full or partial pallets CAN be stored in either the MIDDLE or TOP reserves.

高货架或中间货架可以储放满卡板或半卡板的商品。

Every pallet in the reserve steel should be clearly marked with a standard slot tag to identify the merchandise. Make sure slot tags are put in the same position on every pallet for consistency.

高货架上储存的商品必须有储存标签，以便辩认该商品，储存标签在每个卡板上的位

置要一致。

Center Reserves-The height of the first bar of steel should be approximately five feet from the floor (except in the cereal

aisle where the distance is 5 boxes high). Pails or tubs

should be stored in the middle steel; these items are a safety hazard and should never be stored in the upper steel.中间储存货架—中间储存货架的第一根横钢要与地面保持5尺的高度，桶和盒不能

存于高货架，这些商品存于高货架容易造成危险。

Steel Standards (Cont’d)货架标准(续)

Reserves储存货架

Partial pallets should be worked at least once per week to ensure proper rotation of the merchandise, stock status integrity and that pallets are quickly returned to the Distribution Center.

每周至少要查看一次，不满一卡板货的商品，确保按时陈列出来，注意库存状态，不用的卡板要迅速返回配销中心。

Safety-It is important when storing merchandise in the reserve steel that we practice appropriate safety standards to protect our Partners and Members.

安全—在高货架上储存商品，安全非常重要，只有安全储存才能保护员工和会员。

1.Never backstock chemicals over food items, or vice versa.

2.禁止在食品上方储存化学制品。

3.The maximum weight that should be stored per slotting section

in the reserve steel is dependent on the type steel that you have.

4.高货架上每个卡板承受的重量取决于钢架的类型。

Bar Length x Width Maximum Weight

钢架长宽能承受最大重量

96”x 6.5”9,000 lbs.4086kg

96”x 4.5”7,000 lbs.3178kg

144”x 4.5”3,500 lbs.1589kg Receiving收货部(N/A不适用中国)

No merchandise should be stored in the Receiving area except for high volume or bulky merchandise staged for stocking on weekends (ie. bathroom tissue, paper towels, soda) or any merchandise too large to put in the steel (ie. riding lawnmowers, compressors)

Side Counters边柜

The standard height for the first bar of steel in groceries, hardlines and center section should be approximately 5 feet?from thse floor. However, the height of the steel may vary by category.

日用杂品、五金区域的货架离地面第一条横钢与地面距离5英寸，然而，不同的分类的高度有所不同。

Steel Standards (Cont’d)货架标准(续)

If a category requires that the steel be higher for one item in the side counter, then consistency in the height of the bars down the entire aisle should be maintained if at all possible.

如果边柜上某个商品要求其货架高度与同一货架的其他商品的高度要高，则整条货架的横钢高度要一致。

Side Counters (Cont’d)边柜(续)

Secondary shelves-When additional steel is required for more than one 8-foot section of the aisle, the bar heights must be consistent throughout the entire aisle if at all possible.

每二层货架—如果第二层货架上某个商品要求其货架高度比同一层其他货架高，则

整个第二层货架高度要一致。

In Groceries, additional steel should be used to raise

sugar/flour/ dogfood/rice at least 6?above the floor for

cleaning purposes. (N/A不适用中国)

In Center Section, when possible, all items presented in this area should be backstocked in the Center Section; this would include office supplies, office furniture, books and basic apparel. In many Clubs, steel is not available in the Center Section; for these Clubs, the merchandise location should be identified and maintained in certain designated areas.

(N/A不适用中国)中国作法：路售区域的整条货墙要高度一致，中间留一两个空卡板，方便会员走动。

Laser Beam Straight - The profile of each pallet in the run (side counter) must be straight.

货架卡板成直线—边柜上的所有卡板向外的一边成一条直线。

Displays样品

Displays help sell the merchandise. A member is more likely to buy something if they can see what it looks like and how it works.

样品展示能促进销售，会员通常在亲眼看到商品外观及功用後才会购买。

Display-Sign-Merchandise should be used whenever possible.

店内任何地方商品陈列要遵循这样的顺序原则：样品—价格标签—存货。

The following are guidelines for displays以下是样品展示的指南: Keep displays clean. Dust daily.保持样品干净，每天要除尘。

Displays must look exactly like the product represented

for sale; no missing parts or partially assembled.

样品与商品完全一样，样品不能有配件缺失。

Keep displays operable and in good condition.. Repair

damaged displays. Connect appropriate displays to a

nearby power source for attraction ., computers,

televisions, etc.)

样品处于良好的工作状态，破损样品要维修好，几种相类似的商品陈列在一起能吸引会员(例如：电脑、电视机等)。

Keep displays secure. Tie down all displays to prevent

accidents.

确保样品安全陈列，将样品适当固定以防止意外事故。

Displays help sell the merchandise. Use grids to display

all accessories to show the member all they get with the

item.

样品的展示有利于促销商品，可用铁格栅栏来陈列配件，方便会员挑选。

Use vendor supplied displays if available.

如有可能用供应商的商品作为样品。

NOTE: To ensure display guidelines are being followed, assign

a partner to displays as a daily responsibility.

注意：为确保样品陈列的到位，最好指定员工对此负责。

Signing价格标签

Signing is a very important component of Member Service. If a member cannot find the price of an item they want or if the sign is wrong, you will usually lose the sale of that item.

价格标签是会员服务的一个重要方面。如果一个会员不能看到他们所想看的价格商品价格标签不正确，我们将失去销售的机会。

Club partners must walk through each section daily to ensure EACH and EVERY item has a correct sign.

你必须每天巡查你的工作区域以保证每件商品均有正确的标签。Remember...One of our basic merchandise concepts is:

记住……我们的商品陈列概念是：

Display样品

Sign价格标签

)

Signing (Cont’d)价格标签(续)

Signs should be centered over the merchandise, and the bottom of the sign holder should be flush with the bottom of the bar.

标签应放于商品的正上方，标签袋的底部应与货架梁的底部对齐。

All faded, bent, torn or ragged signs should be replaced. Old sign holders should be replaced where necessary.

所有破、褪色、卷曲的标签必须更换，旧标签袋也应及时更换。

Always present our basic concept.永远遵守标识的概念准则。

1.Display展示商品

2.Sign标签

3.Merchandise摆放备货

All signs should be neat and correct.所有标签必须保持整洁和正确。

All endcaps-large signs (except in the pallet pods in

softlines).

除(Pallet Pods)服装部之外，所有货架头须以大标签/旗标标注。

Side Counters/Softlines/Flex Area-medium signs.

柜台区用大标签。

Checkouts-large sign attached to bracket or T-bars above

product.

入口处特价区在T形管上用大标签。

Cart rail-use medium signs if on the T-bar system; otherwise use large.

大型标识。

Pull tickets for secured merchandise must be fully stocked and available for Members at the merchandise display. (N/A不适用中国)

Freezer/Cooler-medium signs on the side run and large signs for front feature doors.

冷柜、冻柜—货架边上用中型标签，大型标签用于展示品和前门。

Mail-in Rebate Program - Our new rebate program combines

manufacturer rebates into a month long event. There will be one event per quarter. Signing includes: (N/A不适用中国)

1.8 1/2 Offer Page sign (which you put in a sheet protector

cover

and hang on endcap features and demos),

2.A Photo Shelf Sign (which you place in a plastic sign

sleeve and put next to the regular/price item), and

3.Generic Shelf Sign (to be used only if a photo shelf sign

is not being used to identify a rebate item).